ZenithOptimedia revises global ad forecast upward

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New York—Publicis Groupe’s ZenithOptimedia media services agency has revised upward its global advertising spending forecast from 3.5% growth to 4.8% this year compared with 2009. In North America, Zenith Optimedia expects ad spending to grow 2.4% for the year rather than the 1.3% it predicted in July.

Latin America is providing explosive growth, according to Zenith Optimedia. The agency forecast that ad spending growth in that region will reach 16.8% for the year, compared with the earlier prediction of 7.0%.

B-to-b publications in the U.S. will experience an ad spending decline of 6.0% this year and 5.0% next year, ZenithOptimedia said.

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